Asobi adds to traditional toy portfolio with Vilac deal

Firm bags exclusive distribution rights across UK and Ireland for French brand.
Publish date:

Asobi is looking to continue its successful run well into 2013, adding French brand Vilac to its portfolio.

The exclusive distribution deal covers the UK and Ireland and also includes Vilac's sister companies, Jeujura and Petitcollin.

The Vilac collection includes products for newborns up to five years+ and features musical instruments, rattles, pull toys, cars, games, ride-ons and role-play among others.

The Jeujura line, meanwhile, includes wooden toys and games, as well as construction toys that allow children to create their own buildings made from the wood found in the Jura Jeujura.

Petitcollin has been making dolls since 1860 and is now the only remaining doll manufacturer in France.

"The deal with Vilac marks a fantastic start to what I hope will be another significant year for Asobi," said Thierry Bourret, owner and founder of Asobi. "I am delighted that this traditional company have trusted Asobi with its beautiful collection of toys.

"I can't wait to present their unique and timeless toys, which I am sure will continue to create memories for children for another 100 years."

Cedric Pouthier, export manager for Vilac, added: "I am very excited about the distribution deal with Asobi. Thierry demonstrates such commitment and dedication to bringing traditional toys back to life and this passion reflects our own. It is a great fit for our brand."

Want to receive up to the minute toy industry news straight to your inbox? Click here to sign up for the free ToyNews Daily Digest and Newsflash services. You can also follow ToyNews on Twitter and Facebook.


Featured Jobs


Marketing Director UK

Gameplan I Southeast of England I Salary: Competitive I Date Published Monday 7th January 2019

Rainbow logo landscape_home of classic Final

Product Manager

Rainbow Designs Ltd I Olympia, London I Salary: Competitive I Date Published Wednesday 16th January 2019